Case Studies

African Consumer Segment

Situation

Attempting to reach the African communities in the United States has always proved to be a difficult task. Africans do not live close or establish businesses within close proximity of each other, rather they tend to blend in with the main stream population. However, the majority of African Immigrants is very religious and attends church services on a regular basis.

Unlimited Events & Marketing, Inc.

Objective

  • Establish a program that will ensure the presence of target audience and opportunity to communicate the promotional messages
  • Create positive image for Western Union as a company that not only transfers money but also cares about the community

Strategies

  • Create a program that can be duplicated in all African churches in major DMAs
  • Provide an attraction mechanism as a platform of communication
  • Build reliable liaisons and network in the community

Results

  • Created opportunity for the local community to enjoy the music along with promotional messages and refreshments provided by Western Union
  • Collect feedbacks from the congregation to enhance products and services of Western Union
  • Created excitement within the community as well as the gospel groups that have performed
  • Reinforce loyalty and affinity to the brand with a more cultural understanding approach
  • Increased number of transaction and brand awareness among target audience for Western Union

Asian Consumer Segment

Situation

  • For Western Union, it has always been challenging to reach the newcomers and first generation immigrants who have the need to send money back to their original countries.
  • Maintaining positive community relationship plays a vital role for Western Union’s unique products and services.
  • Western Union was the Title Sponsor at the Mabuhay Festival in the Filipino community in Hawaii, but FilCom took over the title in 2006
Unlimited Events & Marketing, Inc.

Objective

  • Leverage the existing community relationship to enhance Western Union’s brand images by means of cultural relevant touching points for customers

Strategies

  • Create an “event within the event” with more brand exposure, but not competing with the event organizers
  • Express the key messages via fun interaction with customers

  • A branded Filipino Folk Dance group representing Western Union performing at WU booth and instructed customers how to do their folk dance
  • DJs interviewed and engaged customers about their Million dollar dreams
  • Utilize the Million Dollar Promo to encourage customers sending money more frequently

Results

  • Created reportable media buzz around the festival
  • Showcase positive image for Western Union as a company that cares about different ethnic groups in local communities
  • Hundreds of customers that stayed in front of Western Union pavilion and accepted promotional messages extremely well
  • Number of transaction was booming after this event in this particular region

Eastern European Consumer Segment

Objectives

  • To communicate time-sensitive promotional message to the tight –knit
    Eastern European community in Chicago, IL.
  • To sign-up potential customers for the client’s database
Unlimited Events & Marketing, Inc.

Challenges

  • Winter season and lack of quality events which could serve as a platform for the updated promotional messages
  • No opportunities for any outdoor activities
  • Tight knit community – hard to break the clutter
  • Consumers distrust to reveal personal data

Strategies

  • Selected and worked with the organizers of the local theater group to create a meaningful event to draw customers
  • Created pre-event media campaign
  • Engaged the community leaders for additional endorsement
  • Presented special awards for the artists
  • In-language speaking staff who engaged consumers and informed them about the promotion
  • Provided special gifts for the customers who signed up for database

Results

  • Created positive image for a client within targeted community
  • Successfully communicated the message
  • Gathered crucial data
  • Established long term relationship with local community leaders
  • Leveraged existing relationship with local media
  • Partnered with new media outlets

South Asian Consumer Segment

Objectives

  • Educate consumers from the ethnic Bengali community in Houston, TX
  • To create a mindset in which consumers will leave with, “I want to send money via Western Union.”
  • Communicate new prices for Bangladesh.
Unlimited Events & Marketing, Inc.

Challenges

  • Communication Barrier- distinctive dialect among locals
  • Limited Activity of Events- lack of events throughout year
  • Retention of consumers – overwhelming direct competition (consumers looked for the least expensive pricing)
  • Lack of trust- conservative cognitive thinking (formed mistrust in Clients Corporation)
  • Old fashion way of sending money, through relatives visiting Bangladesh than using contemporary day technology.

Strategies

  • Create a fun festivity atmosphere for consumer while informing them towards the competitive advantages of Western Union products and services
  • Created an event within an event by conducting a raffle every two hours
  • Customize Western Union image with “all yellow event”
  • Cultural understanding in-language speaking staff that engaged consumers with promotional messages and premiums

Results

  • Strengthened our relationship with consumers and created positive image for the client (Western Unions involvement in the Bengali community)
  • Successfully communicated promotional messages to 92% of the visiting clients
  • Improved connection with organizers and community leaders
  • Increased number of transaction from event attendees in this region

Colgate Client

Situation

Bright Smiles, Bright Futures programs from Colgate Palmolive are planned for the summer of 1991. The goal of this campaign is to reach 100 million children with oral health education and screenings by 2010.

Unlimited Events & Marketing, Inc.

Objectives

  • To enhance Colgate’s story line and presentation for a media event.
  • To successfully set-up a professional stage for Colgate’s media campaign.

Strategies

  • Create the idea of use of Colgate’s Tooth Kingdom as the backdrop to boost the message of oral health in the most productive and entertaining approach for the students.
  • Create idea for props to enhance the dynamics and scenery of the event.
  • View and site the most dynamic schools to execute the program.
  • Work with the principle and staff of the school to organize and create the perfect environment for the event.
  • Meet with Production Company to obtain and exchange proper instruction on the most effective set-up approach.
  • Synergize with the PR Company to create a memorable experience for the students and the media.

Results

  • Enhance program to the school with the most dynamic approach.
  • Along with Colgate’s objective to reach 100 million kids we were able to support them by setting the ambiance and gaining media exposure to some major radio and television stations as well as print. Some were ABC, NBC, FOX, Univision, KLOL Mega – 101.1, Houston Chronicle, Houston Style Magazine, etc.
  • There were no hitches are problems. The event was flawlessly executed.
  • The students were enthralled with excitement .

Middle Eastern Consumer

Objective

  • To educate ethnic Arab Americans living in the United States who carry a variety of beliefs, nationalities, dialects, and classes with specific messages from the client.
Unlimited Events & Marketing, Inc.

Challenges

  • Language and ethnicity barriers between the team and the region of concentration
  • No opportunities for any indoor gathering with sufficient attendance
  • Limited budget for the marketing campaign from the client
  • Finding the most cost effective strategy that has the highest exposure
  • Identifying the counties for concentration that excel in Middle Eastern population

Strategies

  • Selected local team leaders, and team members with similar ethnic backgrounds who can better listen, understand, and educate, the consumers considering faiths, and a variety of dialects
  • Networked with ethnic organizations, community consultants, local businesses, and religious institutions, regarding the promotion
  • Worked with Café owners to create Backgammon exhibitions to attract larger crowds to attend a café where we can better educate them towards our promotional message
  • We conducted customer appreciation events where many of the community leaders were acknowledged for the initiatives they took in helping us educate consumers
  • Express the key messages via fun interaction with customers

Results

  • We successfully communicated the message to the Middle Eastern community in all regions of concentration across the United States
  • We strengthened our relationship with the local communities through our consistent presence and interactions
  • We gathered critical data that helped our client strategize a more planned approach for the future towards this ethnicity
  • We increased the customer retention ratio in the top six regions of the United States